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SuperValu’s Good Food Karma Project Ambassadors Kevin Dundon, Bernard Brogan, Martin Shanahan, The Happy Pear, Sharon Hearne Smith and Anna Geary at the launch of SuperValu’s Good Food Karma Project arena at the 2016 National Ploughing Championships

A round-up of the latest news for FMCG marketers


Brand Central

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16 September 2016

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SuperValu announces stellar line-up for National Ploughing Championships

Returning for three days from 20 – 22 September, the Good Food Karma Project arena at the 2016 National Ploughing Championships will be a hub of entertainment. This includes live broadcasting from Today FM and MC’ed by Hector; tasty food with mouth-watering and inspiring dishes served up by the ambassadors and a host of SuperValu’s Food Academy producers. SuperValu says those who visit its offering at the National Ploughing Championships will find inspiring fun, giveaways, recipes and delicious, wholesome food.

 Mr. Tayto launches his new website 

In a year that saw Mr. Tayto launch his own Emojis rivaling that of Kim Kardashian to travelling to the Euros supporting the boys in green… Mr. Tayto has been extremely busy! And now he relaunches his website: The new website is a one-stop shop for all Tayto activity. Full of fun things to do – from listening to Tayto’s flavoursome Spotify playlists which include the likes of: Mr. Tayto’s cheesy tunes and Mr. Tayto’s party pumping music, to his top five weekly picks of where to have the craic. He has also created his own games with a leaderboard; 1) Tayto Run 2) Whack a Pack & 3) Tayto Says!

Paul O’Connell provides the ‘Fear of God’ in new advert to support Aldi Play Rugby

Ireland rugby legend Paul O’Connell’s rousing ‘Fear of God’ speech ahead of Ireland’s 2007 first rugby game in Croke Park is invoked this week in a new advert commissioned by Aldi Ireland to drive awareness and encourage participation in Aldi Play Rugby, a national Irish Rugby Football Union (IRFU) initiative that encourages school children to get active, participate in regular exercise and to eat healthily. Aldi reports it has made an investment to support Aldi Play Rugby over the next four years, with the aim of increasing the number of children participating in the initiative to over 100,000 by 2018.

New Zealand Winegrowers 2017 Sommit scholarship recipients announced

New Zealand Winegrowers has announced the names of three successful sommeliers who have been chosen to participate in the 2017 Sommit Scholarship from the UK and Ireland. The 2017 programme includes two Sommits (each is one and a half days long), and runs from 26 January to 6 February 2017 in New Zealand. Ireland’s representative is Julie Dupouy from The Greenhouse Restaurant, Dublin. She will be joined by James Payne of Sandeman’s Restaurant at Fonab Castle Hotel, Scotland and Melody Wong from Dinner by Heston Blumenthal, London.

Daybreak holds coffee mornings across the country in aid of the Irish Heart Foundation

Daybreak stores across Ireland will host a special coffee morning today (Friday 16 September in aid of the Irish Heart Foundation.  The events will run from the time each store opens until 12:30pm. Customers will be asked to make a small donation in return for a cup of tea or coffee with all proceeds going to the Irish Heart Foundation. Daybreak announced the Irish Heart Foundation as its official Charity of the Year for 2016 earlier in the year.  As part of this year-long initiative, Daybreak is working with the charity to raise much-needed funds for the foundation’s invaluable work across the country.

Minister Creed And Irish Whiskey Association Launch ‘Protect Irish Whiskey’ Campaign

Minister for Agriculture, Food and the Marine Mr. Michael Creed TD  joined the Irish Whiskey Association to launch the ‘Protect Irish Whiskey Campaign’ on 14 September, which aims to address in international markets the sale of products that are wrongly advertised, packaged, displayed or named in a way that they appear to be Irish whiskey. Irish whiskey must be distilled and matured in wooden casks on the island of Ireland for at least three years. The Irish Whiskey Association indicated that there are many ways consumers may be led to believe a product is Irish whiskey:

  • The use of names or devices associated with Ireland, like shamrocks or Irish surnames
  • If a local ‘whisky’ were to be produced in another country containing some Irish Whiskey and passed off as Irish Whiskey
  • A product being called Irish Whiskey when, in fact, it’s not as it doesn’t meet specific production requirements
  • The use of descriptions such as “Irish Type Whiskey” or Irish Style Whiskey, are forbidden under Irish Whiskey’s Geographical Indication protection status
  • Misleading packaging, point of sale material and advertising
  • Misleading age claims
  • A product displayed amongst Irish Whiskey

The Irish Whiskey Association is urging anyone who notices potentially misleading products to report it to Carleen Madigan, c/o Irish Whiskey Association, 84/86 Lower Baggot Street, Dublin 2 or by email to



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